350M 400M
connected active internet users;
smartphone users 2nd highest in the world
40M 8 GB / month
The average yearly The average mobile data
addition of users; among usage per subscriber,
the fastest in the world which has reached levels of
developed markets
2 https://bit.ly/2GZb8tI Sources: Bain & Company - Unlocking Digital for Bharat, 2018 3
Top 5
Top 5 Country Trends
Indic Languages
country and Voice
trends Indian internet users are
fast adopting this search
tool and finding comfort in
regional language
Bharat is
going online Omnichannel
Searches in non-metros
are growing faster Online and offline are coming
than the metros across together to fulfill customer
categories through needs and helping businesses
smartphones maximize their potential
Video: An Assisting
unprecedented businesses
growth story AI and machine
Online video is reshaping learning are assisting
the way consumers gather businesses to enhance
information and make customer experience
purchase decisions and improve ROI
4 5
Bharat
Bharat is going online
is going online
55%
The internet has become
the bridge to Bharat’s
aspirations.
Non-metros are driving 2
of all car-related
growth across all categories Consumers in non-metros searches come from
are searching for products non-metro2 cities
related to international
travel destinations,
beauty, and life insurance
more frequently than
their counterparts in the
61%
of all searches
metros1. They are no longer
restricted by the lack of across personal loans,
information or access health insurance, life
to technology. insurance, and mutual
funds come from Bharat
49%
rise in face powder
searches from Rajasthan
Interest in destination
discovery, destination
With growing connectivity, the rise in searches from non-metro cities activities, and international
across categories is faster than that of the metros1. travel is much higher
in non-metros than
The online space in India has never been this vibrant. From driving search volumes in tier 1 cities
in auto to the rise of personal beauty related queries, consumers across different
regions of Bharat are becoming the engines of growth. They are no longer seeking
cues from the metros, and are setting their own trends.
6 Source: Google Internal Data, 2017-18 Source: Google Internal Data, 2017-18 7
Video: An unprecedented
Video: The new search tool
growth story
Online video
is reshaping
the way
consumers gather
Online video audience in About 1/3rd of all searches for information and
India is expected to grow online video are entertainment make purchase
related decisions
to 500 million by 2020
There is growing interest in audio-visual Other categories like lifestyle,
content across verticals, as watchtime education and business have
on mobile phones rises rapidly shown 1.5x - 3x growth in the
last 2 years
Sources: KPMG Report: Re-imagining India's M&E Sector, March 2018 Sources: KPMG Report - Re-imagining India's M&E Sector
Google- Kantar TNS Gearshift 2018 Report Google- Kantar TNS Gearshift 2018 Report
Google Internal Data, January - November, 2018 8 Google Internal Data, January - November, 2018 9
Indic languages
Indic Languages and Voice
and voice
The rise of the 9 out of 10 new Internet users in India
non-English user are likely to be Indian language users
Consumers across
categories are fast
adapting to this new
search tool for seeking
information and
discovering content
growing confluence
of online and offline
The rise of omnichannel is enabling
consumers to make the most of their
online and offline experiences.
50%
of organized retail is
likely to be influenced
by digital in 2020
There has been a steep
rise in searches for food 2.5X
aggregator brands as jump in aggregator brand
75%
people are increasingly queries in comparison to the
total growth of food tech queries
relying on apps to look
for dining out and food
YoY growth in
"near me" queries
delivery options 88%
increase in "near me"
searches for telecom stores
Sources: Digital Retail in 2020: Rewriting the Rules, A Google-A.T. Kearney Study, 2016
12 Google Internal Data, January - December, 2018 Sources: Consumer Barometer 2017-18, Google Internal Data 13
Assisting
Digitising businesses
7X
increase in number of active
users for Assistant in India
2X
GSK's Otrivin doubled sales and
achieved 2X CTR as compared to
the industry benchmarks by using
data driven solutions to run real
time weather based campaigns
Sources: Think with Google: Building the Google Assistant on phones for everyone, everywhere, 2019 Sources: The Keyword: Building the Google Assistant on phones for everyone, everywhere, February 2019
14 Google Internal Data, IN, January - December 2018 Think With Google, Cloudy with a chance of sales: What weather-based marketing means for brands in India, 2019 15
Year in Search - India : Insights for Brands
Table
of Contents
Auto 18
Banking and Finance 30
Consumer Packaged Goods 38
E-Commerce 50
Retail 62
Education 66
Local and Classifieds 70
Media and Entertainment 76
Telecom and Payments 80
Technology 88
Travel 94
Auto
70%
jump in searches
around used car
research
40%
increase in
used car loan
searches
55% smartphones
20 Source: Google Internal Data, January - December, 2018 Sources: Google- Kantar TNS Gearshift 2018 Report 21
Auto Auto
56%
Digital now drives incremental qualified leads at most
efficient cost per lead (CPL) for large OEMs5 across Auto.
of all users visited It helped Renault garner 23% more qualified leads and
a dealer website reduced cost per lead by 19%.
during their car
purchase journey,
making it the third 12:00
biggest online
“
touchpoint
60%
We wanted to understand if digital has
the same impact as print in driving leads
for our dealerships. Google helped us
pilot an experiment by developing a
of all buyers customised solution to drive qualified
find dealers online calls directly to our dealerships.
400%
and we’re planning to scale it further in
“the coming months.
Virat Khullar
VP & Head of Marketing,
Renault India
24 Sources: Google Internal Data, January - November, 2018 Sources: Renault and Ford, Google External Case Study 25
Auto Auto
41%
of them look
for maintenance
programs
32%
look for reviews &
recommendations
35%
look for dealer
location / directions
to the dealership
79% 81%
37% of the buyers who watch
car videos on YouTube
of them agree that they find
independent and credible
look for promotional use it to find information auto videos on YouTube
offers and deals
26 Sources: Google- Kantar TNS Gearshift 2018 Report Source: Google- Kantar TNS Gearshift 2018 Report 27
Auto Auto
52%
visited a dealer’s
website
48%
located
a dealer
45%
scheduled
a test ride
Sources: Google- Kantar TNS Gearshift 2018 Report
Google Internal Data, January - November, 2018,
28 Google IN Data, 2018 Source: Google- Kantar TNS Gearshift 2018 Report 29
BFSI
Financial Services,
Life Insurance
Consumers across non-metros 2
Health Insurance
59%
of all health insurance
related searches come from
Bharat, a growth of 78% YoY
Mutual Funds
59%
of all mutual fund related
queries are from Bharat3,
growing at 61%
Personal Loans
57%
of all personal loan queries
are from Bharat3; a growth
rate of 109%
A majority of BFSI-related
searches are on mobile
% of searches growth of
on mvobile mobile queries
Businesses
Businesses are using WEB
are now making
AMP to make their their services
processes more
available on
efficient and improve
online acquisition
voice activated
on mobile. assistants
270%
growth in
“ voice searches
across India
“
The new wave of users from non-metros searches
heavily and only on mobile. Delivering a simple and quick
experience is key for engagement. We achieved over
60% improvement in load time and over 10% incremental
conversion in Search ads by implementing AMP.
Jagmal Singh
CTO, PaisaBazaar
34 Source: Paisabazaar External Case Study Source: India Mobile Broadband Index 2018 Report - Nokia 35
BFSI BFSI
Consumer as the new beauty advisor videos in India doubled YoY in 2018
Packaged Goods
Highest searches in
the category are related to:
Winning across
many Indias hair colour
face powder
hairstyle
damaged hair
hair loss
makeup foundation
In comparison to the
rest of India, there is:
“
Regional language4 support
is enabling millions of women
across India look for beauty tips
By introducing vernacular search on
1.2X 1.1X
ENO, not only did we get 40% lower more interest in hair loss higher curiosity about damaged
Top 3 Indic beauty searches are CPCs, we got a step closer to the queries in Karnataka hair queries in West Bengal
consumer in her experience journey.
मेहंदी
Puneet Gulati
Head - Digital Marketing and Media,
1.5X 1.2X
हेयर स्टाइल “
GSK Consumer Healthcare India greater interest in face powder
queries in Rajasthan
more curiosity about makeup
foundation searches in Tamil Nadu
मेकअप
40 Source: Google Internal Data, December 2017- November 2018 Source: Google Internal Data, December 2017- November 2018 41
Consumer Packaged Goods Consumer Packaged Goods
1 in 3
lip care-related searches
come from Maharashtra,
Karnataka, and Tamil Nadu
1 in 4
skincare searches
come from Maharashtra
and Karnataka
42 Source: Google Internal Data, December 2017- November 2018 Source: Google Internal Data, October 2017- September 2018 43
Consumer Packaged Goods Consumer Packaged Goods
44 Source: YouTube Internal Search Data, 2017-2018 Source: YouTube Internal Search Data, 2017-2018 45
Consumer Packaged Goods Consumer Packaged Goods
There is
Indian consumers are
a rising influence
of international 85% adopting the latest trends
in health consciousness
beauty trends rise in
beer shampoo
in India searches
30%
growth in
face mask Significant growth
searches in queries for:
growth in searches
Sugar-free 50%
Korean beauty care routine related to Korean
beauty brands Gluten-free 37%
Korean hairstyle
46 Source: Google Internal Data, December 2017- November 2018 Source: Google Internal Data, December 2017- November 2018 47
Consumer Packaged Goods Consumer Packaged Goods
40%
increase in home
50%
rise in oral care
care searches searches
48 Source: Google Internal Data, December 2017- November 2018 Source: YouTube Internal Search Data, 2017-2018 49
E-Commerce
E-Commerce
e-commerce categories like clothing, beauty,
and personal care
Growth in Growth in
Hindi searches English searches
dynamic and
Dark circles
ever growing
e-commerce Acne
category Fairness
Blackheads
Tan
Clothing
Consumers in the beauty Wants:
and personal care category Long hair
Beauty and are increasingly turning to
Searches for tips to growing
personal care Search for research and
long hair and hair products
to seek solutions to their
questions and concerns
Concerns:
Fairness, hair fall
Searches for hacks
and products
52 Source: Google Internal Data, January - October, 2018 Source: Google Internal Data, January - October, 2018 53
E-Commerce E-Commerce
54 Source: Google Internal Data, October - December, 2018 Source: Google Internal Data, January - October, 2018 55
E-Commerce E-Commerce
over
30% 60% 2.6X
of all accessories more eyewear
of all searches searches are for bags searches for men
are for shirts than for women
60-70% 1 in 3 2.3X
of all searches are for spe- eyewear searches more searches
cific items of clothing and
are for sunglasses for aviators than
not designs or suggestions,
a trend more common with
and goggles for wayfarers
women's clothing queries.
56 Source: Google Internal Data, October - December, 2018 Source: Google Internal Data, October - December, 2018 57
E-Commerce E-Commerce
Personal relationships
drive gifting behaviour
Online Gifting
During festivals
How Indian consumers are gifting like Diwali, Rakhi, Spouse/Partner 34%
and Christmas,
The concept of people search Men 27%
gifting is becoming heavily for "near
more personalised me" stores and Women 20%
"delivery" options
Consumers turn
to Search to look over
specifically for ideas
and inspiration around: 111%
growth in "near me"
searches related to gifting
Customised gifts
Unique gifts Popular gifting-
related searches:
Handmade gifts
Greeting cards
Best gifts
Flower arrangements
Surprise gifts Fruit gifts
Gift baskets
58 Source: Google Internal Data, January - October, 2018 Source: Google Internal Data, January - October, 2018 59
E-Commerce E-Commerce
“
“
YouTube drove performance as well as branding goals for
Ferns N Petals with a 25% growth in traffic to our website
and a whopping 230% brand uplift.
Sai Tota
Head, Digital Marketing,
Ferns N Petals Pvt. Ltd.
Retail 50%
of organized retail
to be influenced by
Digital in 2020
75%
YoY growth in
"near me" queries
“
“
Search trends have really helped Future Group know customer
insights, which in turn have helped the business in forecasting
and new products. Also search queries have driven online to
offline in a big way, thus, driving business & footfalls.
Pawan Sarda
Group Head - Digital, Future Group
Source: Digital Retail in 2020: Rewriting the Rules, A Google-A.T. Kearney Study, 2016
62 Google Internal Data, January - December, 2018 63
Retail Retail
54% 74%
Google gave over
100K scholarships
across India in 2018
to make courses like AI/
increase in interest growth in searches machine learning, cloud,
“
“
AI and ML are one of our high performing courses and as a company,
we foresee a lot of demand from both B2B and B2C customers. We
closely analyze the Google keyword planner and Google trends data to
identify growth opportunities. From this, we observed a clear increase
in demand for AI and ML courses. Based on this, we ramped up our
search campaigns for these 2 courses, which resulted in a proportionate
increase in revenue for us. We have seen an 80 percent increase in
consumer leads from Google Search Ads in the AI & Machine Learning
categories QoQ (October 2018 with January 2019)
$650 million
The Edtech sector showcases
a steep rise in total investment
from the $350 million in 2017
68 Sources: Google Internal Data, 2018 Sources: Google Internal Data, 2018 69
Local and Classifieds
Explosive growth
in food tech
and hyper local
services in 2018
2.5X
jump in aggregator
brand queries in com-
parison to total growth in
food tech queries
Pizza is a favourite
among Indian
consumers when
ordering online
72 Source: Google Internal Data, January - December, 2018 Sources: Google Internal Data, January - December, 2018 73
Local and Classifieds Local and Classifieds
3X
The total volume
of matrimony-
related queries
74 Source: Google Internal Data, January - December, 2018 Source: December, 2018, Google Internal Data 75
Media and Entertainment
Media and
Entertainment Over 36 minutes
per day per user
is the average video
entertainment
content watchtime
on smartphones
1 in 3
hours of video
entertainment
content in India is
already consumed
on digital*
2 out of 3
entertainment
users will access
OTTs by 2023
Video, music, and news are Show marketing on The campaign resulted in a 300% higher
the top queries of regional YouTube for ZEE5 click-through rate (CTR), 60% lower cost
मोटू पतलू
language search in India Original Karenjit Kaur, per install, and 57% lower cost per video
helped drive a 69% rise in view compared to other video advertising
branded search queries platforms
while reducing cost per
“
engagement by 60%
Rangbaaz, a ZEE5
Search being an intent driven Original achieved
platform, is one of our key a 20x rise in daily
channels. Language content is one Using a “burst” approach to generate more
subscription rate by downloads before the elections, DailyHunt ran
of our USPs and with consumers
now searching in Indic languages,
following creative best an App campaign across search, YouTube,
it helps us tap into the additional practices for video and the Display Network
pool of non-English users
The unique strategy resulted in 86% more
overall app installs, than standard campaigns
Over 60% growth
Manish Aggarwal
in video on demand
“
Business Head, ZEE5 India
(VoD) searches
Telecom
and Payments 25%
growth in searches for
telcos from Bharat3,
they now make up
60% of all searches
in the category
65%
growth in searches for
international roaming
plans from Bharat;
51%
of all DTH search queries
are from non-metros2
21% 4X
increase in 4G enabled
growth in Indic4
messaging app feature phone
downloads shipments
1.9X 24%
rise in speed test-
increase in
related searches on
average data
mobile indicates that
consumption
consumers want high
network quality
“
telco-related brand
“
searches are for their
own OTT services
Video is a core experience for our users. This
is specially true for the youth segment which
Nearly 75% is the primary target group for this campaign.
Telecom players As part of our digital transformation
journey, this is yet another innovation
of all telco OTT searches YouTube helped us leverage this trend with are integrating to empower our customers. With
audience insights coupled with Director's Mix
originate from outside of
which allowed us to infinitely customise our
their customer smartphones fast becoming the norm
the top 81 cities for every Indian, this will make digital
campaign with local messaging to get 20% service with self-care much more interactive and
consideration uplift and 31% awareness uplift Google's virtual step up the customer experience,
2 out of 3 assistant to
searches for SVOD-telco Sunita Bangard provide innovative, Sunita Bangard
bundled offers come
President, Marketing, AI-led solutions President, Marketing,
Vodafone Idea Limited Vodafone Idea Limited
from the top 8 cities “ for consumers. “
Sources: Google Internal Data, January - November, 2018YouTube-Idea
84 External Case Study Sources: Google Internal Data, January - September, 2018 85
Telecom and Payments Telecom and Payments
Retail digital
payments
continue to grow
23%
11X
surge in UPI transactions
between January & November
growth in credit and 2018 as compared to the same
debit card transactions period during the previous year
at point of sale
7.5X
10X
increase in total volume
of UPI payments, surpassing
increase in average mWallet transactions in
transaction value the first nine months of 2018
of credit cards
86 Sources: January - September, 2017-18, RBI data, NPCI data Sources: January - September, 2017-18, RBI data, NPCI data 87
Technology
Technology
Hindi 2X 2.3X
gaining
increase in Hindi jump in Hindi queries
traction queries related to about smartphones
laptops and PCs and mobile phones
163%
that digital media drives significantly higher sales impact and Watch time for
ROI than other media is a key business and marketing insight
for us that will shape our media planning going forward Consumer Electronics
videos in India doubled growth in Unboxing
Mr. Rahul Tayal, year over year in 2018 related searches
Director, Strategic Business & Marketing,
LG India
1 - Ludo King
2 - Subway Surfers
3 - Temple Run 2
78% 2X
a bigger role for live chat,
Online Gaming category in influencing B2B
in India to hit decision making recruiting,
growth in gaming jump in mobile $1B by 2021 at a grows and accounting
laptop queries gaming searches CAGR of 28% 2X
growth in SaaS
related searches
on mobile
Source: "Online gaming in India: Reaching a new pinnacle," A study by KPMG in India and Google, May 2017
LiveMint Nov 2018
92 App Annie 2018 Ios and Play Store Source: Google Internal Data, January - November, 2018 93
Travel
Packages 7% 1%
*Growth in YoY %
42%
jump in international
travel related queries
by Indians
52%
growth in international
travel queries in May,
making it the peak month.
A large number of queries
were related to hotel
and pure destination
terms
3X
rise in Australia-related
queries, making it the most
Domestic travel
searches are growing
12%
growth in domestic
travel queries
Bengaluru
Mumbai
was the most searched
air route, with Bengaluru
being the highest searched
location for Hotels
Air 17%
20%
Destination activities 40% growth in domestic travel
queries from Top 8 metros1,
which are growing at a much
All percentages represent YoY growth faster rate than Bharat3 (11%).
Source: Google Internal Data, IN, All Devices, January -
98 Source: Google Internal Data, January - December, 2018 December 2018 vs. January - December 2017 99
BFSI Travel
seen efficiencies of
around 20%-25%
in acquisition cost
after adopting
Google automated
bidding solutions and Brands like Uber,
dynamic creatives Ola & Meru made
cab booking services
available on Google
Assistant
“
The users can simply
tap on the desired
Scaling up flight bookings and improving ROI on marketing spends ride and confirm the
are key goals for ixigo. Using Google's search insights, smart bidding
and automation first approach, we were able to reduce our cost per
booking
transaction by 70% over the last 9 months. Google has helped us
scale well and we are looking forward to integrating with Google's
“
latest set of automation tools to continue on this journey.
Himanshu Periwal,
VP - Growth, ixigo.com
100 Source: Customer Case Study - Ixigo - 2018 Source: PR Release - Gadgets Now 101
Travel
What influences
Indian travellers?
The top triggers for online purchase
in the travel category (air and hotel) are:
56%
of all leisure flight travellers
and 48% of all leisure hotel
bookers research online,
but book offline
5 OEM
Original Equipment Manufacturer
https://bit.ly/2VCsiWj
104 105